1. Cultural & Economic Conditions Media & Advertising Technology
Consumer Influences
Cultural & Economic Conditions
Media & Advertising
Technology

2. Image You Project
What is communicated by you based upon what you wear?
Do people stereotype?
Do first impressions make a difference?
Do these “judgments” affect you personally?
What plays a role in what you wear?

3. Values of Clothing Personality Lifestyle Climate Community Standards
An outward expression of personal thoughts feelings & actions
Lifestyle
Including the activities you do and the places you go
Climate
Community Standards
Religious Standards

4. How You Dress Affects… Your self-concept Your performance Your comfort
Your personality
Your attitude
EVERYTHING!!!!

5. Consumer Influences on Fashion
1. Cultural/Economic Conditions
2. Media & Advertising
3. Technology

6. 1. Cultural/Economic Conditions
Production of resources
Resource relationships between trading countries
Economic status of society
Fashion styles & cycles
Others…

7. 2. Media & Advertising What influences you to purchase?
What does the media include?
How reliable is advertising?
Other thoughts…

8. 3. Technology Production of resources Production of garments
Ability/ease of advertising
Shipping resources
Others…

9. Personal Influences on Fashion
1. Conformity
2. Peer Pressure
3. Social- Media, Culture and Religion
4. Individuality

10. Consumer Skills & Purchasing Decisions
Preparing for shopping!
Watch video clip!

11. Planning Ahead Prepare a wardrobe chart
Make a list of clothing items/accessories that are a priority
Consider how much $ you have to spend
Inform yourself! Be sure to consider the source of information

12. Where to Shop!?!?!? Price vs Quality and Service
Location and Store Hours
Your Decision
Fashion Conscious- aware of what you want and what is new.
Money Conscious- aware of how much items cost & of personal monetary resources.

13. When to Shop Do seasons make a difference?
For a wide selection- shop early in the season
For lower prices- shop late in the season

14. Actual Shopping
Impulse Buying- sudden & not carefully thought-out purchasing
Sales Resistance- shopping control
Stick to styles that flatter you!
Carry fabric and color swatches when you shop- store lighting is different!
Be well-groomed
Try clothes on!

15. Shopping Manners Always be courteous and polite
Handle merchandise with care
Understand store return policy
Sales people are paid to help you- it does not mean you have to buy!

16. Purchasing Items Hang Tags Labels Packaging See next slide…
Hangtags are detachable signs.
Form of advertising
Labels
See next slide…
Packaging
Packaging is the covering, wrapper, or container in which some merchandise is placed.

17. Labels
Labels are permanently attached to garments on the inside where they do not show. They are made of ribbon or cloth. A label gives fiber content and care instructions.
Fiber content
Country of origin
Identity of producer
Care requirements

18. Consumer Rights & Responsibility
To Safety
To be Informed
To Choose
To be Heard
Complaint letters

19. Making the Right Purchase
Comparison Shopping- comparing the qualities & prices of the same or similar items in different stores before buying!
Value- the degree of worth or benefit for something.
Quality
Fabric, cut, seams, stitching, hem, reinforcements, zippers, fasteners, buttonholes, collars, lapels, waistbands, packets, interfacings/padding, trimming & decorations

20. Judging Quality -Look at basic construction -Do the seams match?
-How about matching up plaids?
-Do the fasteners attach?

21. Evaluating Proper Fit Determine your size Know your measurements
Height, chest/bust, waist, hips, neck, sleeve, inseam
Try on garments- does it have wearing ease?

22. Trademarks
Is a distinctive symbol or name that identifies the goods of a particular seller or manufacturer.
Designer Labels- trademarks that give status to the wearer
You pay extra for labels!